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A New Content Marketing Approach:
Marketing as a Profit Center
Joe Pulizzi
Founder
Content Marketing Institute
@JoePulizzi
Speaker
Photo
(2.5” square)
GENERALLY, A CONTENT
MARKETING APPROACH
WORKS TO…
Drive Product Sales
Drive Retention/Loyalty
GENERALLY, A CONTENT
MARKETING APPROACH
WORKS TO…
Drive Product Sales
Drive Retention/Loyalty
GENERALLY, A CONTENT
MARKETING APPROACH
WORKS TO…
Drive Product Sales
Drive Retention/Loyalty
GENERALLY, A CONTENT
MARKETING APPROACH
WORKS TO…
Drive Product Sales
Drive Retention/Loyalty
NOW, WE ARE SEEING THIS
MOVE INTO B2B
NOW, WE ARE SEEING THIS
MOVE INTO B2B
CASE STUDY
@JoePulizzi
thinkMoney
You Can’t Just Say You Want to
Monetize Your Content
20 and 20
MARKETING AS A
PROFIT CENTER
GETTING STARTED
EVERYONE STOPS AT
THE SWEET SPOT…
HARDLY ANYONE TILTS
THE CONTENT.
CREATE A
DIFFERENTIATED MISSION
Indium Corp.
Blogs
CASE STUDY
@JoePulizzi
Indium
Corporation
CASE STUDY
@JoePulizzi
CASE STUDY
@JoePulizzi
1. CORE TARGET
AUDIENCE
2. WHAT WILL BE
DELIVERED
3. THE OUTCOME FOR
THE AUDIENCE
@JoePulizzi
“Welcome to Digital
Photography School – a
website with simple tips to
help digital camera owners
get the most out of their
cameras.”
@JoePulizzi
CREATE YOUR MISSION STATEMENT
• Defined audience
• Deliver
• Outcome YOUR TURN
BUILDING A CONTENT
BRAND AND PLATFORM
(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Delivery
THE BASE
EMAIL IS CRITICAL
Facebook
CASE STUDY
@JoePulizzi
Google+
CASE STUDY
@JoePulizzi
@JoePulizzi
FOCUS ON SUBSCRIBERS
AS A KEY METRIC
CASE STUDY
@JoePulizzi
Copyblogger
@JoePulizzi
YAY!
BOO!
@JoePulizzi
@JoePulizzi
MUST HAVES
Amazing E-Newsletter
Exchange of Value
(Ebook, Research Report, Etc.)
GET TO MVA, THEN
DIVERSIFY
@JoePulizzi
$1 MILLION
IN LESS THAN 30 MINUTES
@JoePulizzi
0.
2.5
5.
7.5
10.
2012 2013 2014 2015
CMI Financial Performance
Ebitda Revenue
CMI GROWTH
Online Training
NUMBER 1 OF 7
@JoePulizzi
eLearningIndustry.com
@JoePulizzi
@JoePulizzi
DIPPING THE TOE IN
(Slow Start)
2014 - $101k
2015 - $221k
2016 - $400k+
@JoePulizzi
@JoePulizzi
TOOLS
LMS (Absorb)
Payment System (Authorize.net)
Video/GoToMeeting/PPT record
Speaker’s Agreement
Benefactor Program
NUMBER 2 OF 7
@JoePulizzi
THE KEY:
LIMITING ONLINE INVENTORY
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
The Super Event
NUMBER 3 OF 7
@JoePulizzi
SMALL EVENTS
AND ROAD SHOWS
@JoePulizzi
@JoePulizzi
CONFIDENTIAL
Content Marketing World
0
1000
2000
3000
4000
Attendees
CMW Attendees
2012 2013 2014 2015
50% of Revenue
75% of Profit
A Print Magazine
NUMBER 4 OF 7
@JoePulizzi
Break-a-Part Research
NUMBER 5 OF 7
@JoePulizzi
THE LEADING INDUSTRY
RESEARCH
(CUT ONCE, MONETIZE A LOT)
@JoePulizzi
@JoePulizzi
@JoePulizzi
BEFORE YOU START
IDEA of LIST OF PARTNERS
Podcasting
NUMBER 6 OF 7
@JoePulizzi
WHAT CAN WE DO IN AUDIO THAT
WOULD FILL A CONTENT GAP?
@JoePulizzi
INDUSTRY NEWS
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
TOOLS
Libsyn (hosts, publishes to iTunes/Stitcher)
Audacity/Garageband/Skype to Record
Audacity to Produce
Levelator to Set Proper Levels
Audio-Technica 2020USB Microphone
$8500/mo SPONSORSHIP
Strategic M&A
NUMBER 7 OF 7
@JoePulizzi
KEEP A RUNNING LIST
Bolt-On Properties
Bloggers/Influencers
Advertiser Projects
@JoePulizzi
@JoePulizzi
http://bitly.com/niche-buy
@JoePulizzi
$1 MILLION+ IN 30 MINUTES
BENEFACTORS - $350,000
TRAINING - $400,000
RESEARCH - $200,000
MAGAZINE - $200,000
PODCAST - $100,000
AWARDS - $350,000
@JoePulizzi
TAKEAWAYS #1
• Find a niche where you can be
the leading expert in the world
• Develop your content mission
• Focus on content type, platform
and deliver consistently
• Don’t build your house on rented land
• Build an audience of opt-in subscribers
• Need an amazing E-Newsletter
and remarkable download
• Diversify into media products that make
sense for your partners and audience
• Launch one at a time and be patient.
@JoePulizzi
TAKEAWAYS #2
• With any new product, limited inventory is
key to pricing the offering high enough.
• Consider running your training like an
event.
• Small events are only good for marketing
big events ;)
• Break-a-part one piece of research so you
only have to do the research once.
• Start with one podcast offering and fully
integrate it into everything you offer.
Getting traffic is the key.
• At any one time you should have at least
two to three buying options you are
considering.
For Book & Podcast visit
Content-Inc.com
Joe Pulizzi
joe@contentinstitute.com

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